Recapture the Energy of Your Youth.
Be Ready For Anything.
Be The Fittest Dad at The Beach.
(Even if You've Already Tried Everything and Saw No Changes in the Mirror)
How would you like to join a community of like-minded men who are rebelling against the dad-bod, being strong healthy role models, and getting in better shape in their 40s (and beyond) than they were in their 20s?
I’m Dean. I’ll introduce myself properly in a little while.
First I want to introduce you to a client of mine, Sean:
"I always liked to stay active and fit through mountain biking and going to the gym.
However, I looked in the mirror one day and realised that my body did not reflect my mind or how I felt. Rather than getting stronger with age, I felt weak physically.
I'd been stuck in a physical rut for years and clearly I didn't have the luxury of youth on my side "
This is how Sean was feeling before we met.
He loves keeping fit, but he felt stuck in a body that didn't represent his hard work.
And that was knocking his confidence.
In fact, he often felt anxious about taking his top off on family holidays, or at the swimming pools with his kids.
And in the gym, he stuck to machines and avoided the free weights area, in fear of looking silly.
He worried he'd never get the body he wanted, because he's not getting younger and is low on spare time.
Most of all, he was terrified that his kids would never see him someone who fails to achieve his goals.
He really wanted to be a role model of health, fitness, and have his body reflect it.
Maybe you can relate to that?
Do you feel the body looking back in the mirror doesn’t reflect your hard work or values?
Do you feel anxious about your image when taking the kids swimming, or taking your top off in summer?
Does being in great shape feel like a distant dream you can’t quite conceive as real?
Maybe, like Sean, your other half, kids, or friends have even told you -
“You’re doing so much, but I can’t see any difference. What’s the point in all this?”
Or, maybe they doubt you, never taking you seriously...
“You’ll never stick to it. You'll be right back to square one soon.”
If that’s the case, you’ll know just how Sean was feeling.
Sick and tired of feeling weak, hating how he looked, and no one taking him seriously, Sean decided this time was going to be different.
He had read a lot about different workout routines and diets.
Everything seemed to make sense, and the premise was simple…
Apparently, all you needed to lose belly fat and define your physique was to eat less, cut calories, move more, and do some weight training.
And so, he went full on into that.
Sean was excited.
He was so sure that pushing his muscles on the gym machines a few times per week, along with running, mountain biking, and cutting back on the junk food would get him in great nick.
And so he was consistent with it all for at least 6 months.
Then, Sean was questioning what was happening...
See, despite putting in 3-4 sessions per week, all the runs and cycles, and eating cleaner than ever, he was still stuck with:
It was baffling.
Because there he was, doing everything “right” only to find that he felt even weaker, with no change in the mirror.
As sad as this is, it’s something I see all the time.
In fact, I speak to hundreds of men every year who desperately want to get in shape.
Yet find themselves in a frustrating cycle of starting and stopping, or working hard for no or below average results.
And that’s because, the shocking truth is -
Most traditional fitness and diet advice doesn't work for men over the age of 35, with kids and busy careers.
In fact ...
There's 5 Costly Mistakes Most Guys Make When Trying To Lose Fat & Build a Defined Physique...
Mistake 1: Neglecting Nutrition.
You may already know how you eat is important.
But most guys think cutting back on “bad foods”, restricting calories, or restrictive diets is what it takes.
While eating less calories will certainly help you lose weight, it misses an essential point:
A lean, strong body needs lots of fuel and good nutrition.
But when you focus only on cutting calories or avoiding junk food, what often happens is you lose weight and become a smaller version of your former self.
Your body lacks the nutrients it needs to build and sustain muscle, and you end up weaker, tired, and hungry all the time.
Mistake 2: Not Training To Build Strength & Muscle
When you lose weight, your body loses it from both fat AND muscle mass.
Unless, you give your body a reason to hold onto the muscle you've got...
Resistance training (lifting weights/bodyweight training) literally tells your brain: "don't lose these muscles, we need them"
But so many men waste hours every week trying to burn fat and tone up with loads of cardio, HIIT, or circuit training, because they heard it's the best way.
And although cardio is certainly good for your health and general fitness...
But if you want a defined physique, then you need well developed muscles to show.
Plus, you're losing muscle with age, and the best way to off-set that (and prolong life) is by getting stronger.
Mistake 3: Winging Their Workouts.
No one ever got in great shape by accident.
Just like professional athletes and movie stars hire coaches to design their training programs, a structured and proven workout plan is crucial.
You need to strategically build up your strength with key exercises over time.
Imagine trying to build a house without a blueprint; you might end up with a few walls and a lot of confusion, but no place to call home.
And sure, some guys might see some results with random workouts, but that’s usually despite their lack of structure, not because of it.
All that really happens when you wing it is you:
- Waste precious time and effort doing hard workouts that don't get you in shape.
- End up feeling sore and tired without seeing real progress or changes in the mirror.
- Might even injure yourself or give up due to frustration.
Mistake 4: Following Fitness Advice For 20 Year Old Boys
You're busy. You have more on your plate. And your body isn't what it was 20 years ago.
So much fitness advice on the internet is aimed at younger guys who only care about looking like a body-builder...
Or how much they can squat, deadlift, and bench press.
The sad truth is, a lot of that conventional strength and muscle building advice can really beat up your joints.
Especially when you're a bit older and no as flexible as you once were.
And if you're anything like the guys I love working with, then you probably don't have the time to train very single day, or even 4 times per week.
Training hard and getting after it is still important.
You just need to choose joint friendly exercises with the biggest bang for your buck, work on flexibility(as well as your muscles), and be very effective with the time you're putting in.
Mistake 5: All or Nothing...
So many guys fall into the all or nothing mindset - changing everything overnight.
Or, start a plan so alien from how they (and their family) live, it's like a complete culture change.
It's like trying to build all parts of a new house in one go.
But you can’t put a roof on top of no walls or foundation.
You need to build your foundation and then raise it brick by brick.
That’s why failing to create habits, with manageable changes, ends up with you falling off the wagon and back to square one.
(Piling any fat lost back on, and losing any gains at the speed of a thousand Gazelles)
No matter how hard you work, if your habits aren’t sustainable, you’re stuck in a cycle of short-term gains and long-term setbacks.
So all that happens is you:
- Make drastic changes that don’t fit into your busy family life.
- Experience stress and burnout, leading you to abandon your goal.
- Fall back into old habits, ending up with the same body you started with.
(Maybe that sounds familiar?)
Now, hopefully you can see why neglecting nutrition, winging workouts, and all or nothing thinking keeps you stuck in a cycle of frustration.
But here’s the real kicker …
Not only do these mistakes waste your time and energy …
… they actually make things worse.
You end up feeling defeated and losing more self belief each time.
You see temporary changes that quickly revert back.
You spend more time and effort with fewer results.
And worst of all, you feel like you’re constantly chasing a dream that’s always just out of reach.
I call this the “Fitness Frustration Cycle.”
And it’s the #1 reason why so many dads over 35 stay stuck with low energy, stubborn belly fat, and no muscle definition despite their hard work.
That’s the bad news.
The good news is, you don’t have to settle for this.
Because there IS a way to:
- Lose belly fat and build muscle definition without resorting to extreme diets or wasting your precious time.
- Look awesome in a t-shirt (and have the confidence to take it off in public) even if you’ve struggled with traditional methods.
- Maintain a fit, healthy body while juggling a busy family life, so you're always ready for anything.
- And ultimately - enjoy the satisfaction of a strong, lean body that reflects the effort you put in, while setting a powerful example for your kids.
But before I reveal what that is, let me tell you a little story about how I came across this simple yet brutally effective approach...
'I Looked Like I Only Did a Bit of Jogging...'
See…
Back in my days as an Army PTI, I was no stranger to physical challenges.
Immersed in a life full of diverse fitness —weight training, HIIT, circuits, endurance runs, and rucking.
Yet, despite all this, my physique looked like I’d only been doing a bit of jogging.
And, whenever I did feel like I was onto a good run with training, I'd often get injured and that would set me right back.
My body was stuck in a state of mediocrity.
I tried every strict diet you could imagine—Paleo, cutting out carbs, obsessive calorie counting.
But each time, I'd always fall off the wagon, regaining any fat I lost, seeing no muscle gains, and the cycle would start all over again.
And I genuinely thought, because I had crap genetics I'd have to settle for depressingly average results.
But never wanting to quit, I decided to take my goals more seriously.
I worked with with some of the worlds best nutrition coaches at Precision Nutrition.
And I eventually studied with them to become a nutrition coach myself, which is when I discovered a breakthrough:
The power of Micro Actions.
Turns out, I didn't need a complete life overhaul to get in great shape.
By creating new habits one step at a time, with a long-term and sustainable approach, I was able to level up my nutrition and easily make changes for life.
And I've went onto learn from top strength and injury-prevention coaches like Jason Ferruggia, Andy McKenzie, ben Patrick (Knees over Toes Guy) and Tom Morrison.
So I found ways to get stronger and progress my training with joint-friendly exercises.
And this was when I really started seeing consistent gains in my physique, without any major set-backs.
Here's the BEST part:
I achieved my BEST results whilst cutting my workout time from 6+ hours down to 3 hrs per week.
(As I’d left the Army and had less time due to business, kids, and life).
After leaving the military and becoming a personal trainer, I helped lots of guys in my local area get in shape with these methods.
And because I was sharing our results on social media, I had even more guys reaching out to me from all over the UK and Ireland.
Before I knew it I was coaching men all over the country.
After Helping Hundreds of Men Get in Shape, I've Refined The Process Into 4 Steps...
Step 1: My 'Eat Big Get Lean' Philosophy:
Most guys focus on cutting calories or eliminating bad foods, like you saw earlier is one of the key mistakes.
But the real key to a leaner, stronger, defined physique is to fuel your body 'big-boy meals, packed with high-quality nutrients.
It’s like trying to run a marathon on an empty tank versus fueling up with quality carbs.
Adding more good nutrition, rather than just cutting back your food or calorie intake, helps your body build and maintain muscle efficiently.
When you start eating more of the right foods, you nourish your muscles and accelerate recovery.
And because you feel way more satisfied from your meals and have more energy, you’ll have less cravings and lethargy, making it easier to break bad habits that are keeping you stuck.
(Not to mention having better moods around the family).
This means you aren’t just losing weight; you’re becoming stronger and leaner.
You’ll notice more energy and less frustration as your body starts reflecting the hard work you put in.
Step 2: The 3X3 Progressive Strength System:
You already know the importance of building strength and muscle after age 35.
But most strength building programs are aimed at guys in their 20s, with no stress, still living with mum and dad, and only care about getting massive.
Or guys who actually want to be in a gym all the time.
It’s not practical for the average dad who wants a better physique but equally doesn’t have or want to be spending 4-5 hours in a gym every week.
In fact, you don't even need to use a gym if it's not your thing.
Loads of my clients have got in amazing shape with a pair of dumbbells or bodyweight training at home.
With this process you do:
- 3 x full body (gym or home) workouts per week.
- 3 sets of 3 big compound exercises each time.
- Joint-friendlier exercises with dumbbells, rings, bodyweight, etc.
- And higher rep ranges (6-25) which are proven to be better for joint health.
One workout might look like: dumbbell bench press , dumbbell row, and dumbbell lunges.
Or...
Bodyweight rows, deficit press-ups, and dumbbell goblet squats.
Compound exercises like these train your whole body, including arms and core.
These are your foundation.
Now of course, if you have more time, then you can sprinkle in the bicep curls and direct ab work, but those are icing on the cake.
Training this way gets you progressively stronger, developing every muscle across your body in under an hour each time.
Step 3: Joint-Friendly Movements & Mobility Training
What's the point in looking athletic if you're a big stiffy, hobbling around in pain and injured all the time?
To avoid these painful mistakes, I use the 10 minute warm up of every workout to train 3-4 mobility exercises (for both myself and clients) that keep us flexible and feeling great.
And, we prioritise:
- Joint-friendly exercises like dumbbell presses over barbell presses.
- Full range of movements (rather than just 'pumping the muscles').
- And higher rep ranges (6-25) which are better for joint health than heavier loads in the 1-5 rep ranges.
These principles can have you looking awesome, and feeling as great as you look.
Step 4: The Micro Actions Method
Finally, Micro Actions means making smart, sustainable changes that fit seamlessly into your daily life.
Imagine upgrading a phone one feature at a time versus buying a brand-new model.
You're more likely to take action and benefit from the upgrades.
Micro Actions allow you to build lasting habits without overwhelming yourself.
This approach works because it leverages behavioral psychology—small, manageable steps are less likely to cause burnout and more likely to stick.
Small Hinges Swing Big Doors...
(Image credit: Atomic Habits, James Clear.
By integrating one new habit at a time, you steadily build a routine that supports your fitness goals, without disrupting your busy work and family life..
For example, eating more protein, or more veggies and fruits, getting better sleep, etc.
When combined, these 3 steps allow can get you in lean, strong, defined shape...
Even if you’ve struggled with conventional methods.
All without needing drastic diet changes or spending endless hours in the gym.
The reason this works so well is because it’s a comprehensive approach, blending structured strength training (focused on biggest bang-for-your-buck, joint-friendly exercises), effective nutrition, and sustainable habit-building.
Let Go of The Strict Food Rules, Overnight Culture Changes, and Trending Fitness Fads...
It’s letting go of the strict food rules, overnight culture changes and outdated diet approaches.
It's transforming your health and body in a way that works into your life without overwhelming you.
So if you’re anything like me or the guys I’ve helped, that means all the frustration, defeat, and struggle you’ve experienced until now...
Were NOT your fault.
The problem is not your efforts or levels of discipline.
The problem has simply been the methods you’ve tried, or a lack of direction and strategy to channel your precious time and energy into.
But now you have some clarity on those mistakes.
Some understanding of how to create lasting habits.
The simple (but powerful) 3X3 strength protocols, you can start getting much better results for the efforts you’re putting in.
And how to train without beating up your joints.
Just imagine how it will feel having a sense of achievement in your physique.
Or having so much energy that your kids need to keep up with you.
And even feeling confident enough to take your shirt off at the beach without a second thought.
With the micro actions and 3x3 strength protocols, this isn’t just possible…
It IS your future.
And if you’re still on the fence, I get it. Why should you believe me?
I’m just a guy on the internet, right?
So let me introduce you to some more dads who’ve also gone from feeling weak, out of shape, and unhappy with their reflection to feeling incredibly proud of their physique…




I could go on.
In fact, to date, I’ve helped over 400 men get leaner, fitter and stronger through this process.
And the best part is, you don't even need to hit every workout week in, week out with every workout to get these results.
The transformations you'll see on this page are men with busy careers, businesses, multiple kids, and normal lives...
...Holidays.
... Kids off school.
... Demanding work pressures.
And everything else life throws at you.
It's letting go of the 'all or nothing' mentality and being consistent with these principles over the long term.
And now, I want to show you exactly how you can experience the same results.
But first, back to Sean from the start of this page…
When I first spoke to Sean, he was skeptical.
He had found me through one of my social media posts randomly popping up on his feed.
But rightly, Sean wasn’t completely convinced I could deliver.
Afterall, he’d been grafting away at it for 7 months himself for no results
So I told him to get out of his own way and just dive in, and if he didn’t see any progress or wasn’t happy with it at all, then I’d refund his full investment.
So he agreed to give it a try.
His results have been nothing short of amazing:

After just the first week, Sean felt more confident in his workouts and how to train in the gym.
2 weeks in, and he noticed significant improvements in his energy levels and strength.
And just 4 weeks later, Sean was noticing the fat was falling off him, his muscles feeling harder.
He was loving his workouts, had easily created healthier habits, and felt motivated for more.
He was seeing more results than he’d seen in the previous 6 months, whilst spending LESS time in the gym than before.
How incredible is that?
Here's what Sean said:
"I was in a bit of a rut in terms of fitness. I'd see other guys my age doing all sorts of workouts I had no clue about and generally looking like they had a plan and knew what they were doing.
Despite trying to pick up a few tips in the gym, I saw no results whatsoever. I was feeling a bit shit physically and generally felt weak.
I kept putting off reaching out to Dean because I thought I was too busy to commit. I finally took the plunge and wish I'd done it sooner.
The program has been a game changer. I spend less time in the gym than I did before, but now I look like one of the guys with a plan.
I feel fitter and stronger than I ever have, the education around nutrition has seen my energy levels increase massively. Most importantly, it's all been small changes that are easy to sustain."
These days, Sean is strong, lean, athletic, and living the life he's always envisioned for himself.
These principles can also help you get in the best shape of your life and stay that way.
It doesn’t matter if:
- You have limited time for exercise.
- Or you want to get really lean, or just look great in your T's.
- You've failed diets and workout plans in the past.
- You'll be working out at home or in a gym.
- You've little to know experience with strength training.
- Or if you aren't great in the kitchen with meal prep.
The bottom line is this:
The micro actions and 3x3 strength systems works by combining proven, time-effective training, and habit creating strategies for busy guys over 35.
It helps you make sustainable changes whilst getting stronger.
So you can shred fat and define your physique whilst managing work, kids, and everything else life throws at you.
As I’ve said, I've tried and tested this system with hundreds of dads from all over the UK and Ireland.
I've saw it work time and time again.
Setting men up with the knowledge, habits, and confidence they need to become the 2.0 version of themselves.
And now I want to share how I can help you do the same.
Introducing the…
28-Day Rebirth Program
The online 28 day kick-starter for men over 35 who to lose fat, gain strength, and create habits you can build on for life...
This is NOT for:
- Bodybuilders or athletes who want to get to the next level.
- Runners who are just trying to improve their marathon time.
- Or guys who just want to lose weight and be slimmer, but don’t care about being fit, strong, and looking the part.
It’s for dads over 35, who value being physically fit, looking the part and setting the example.
But have just struggled with consistency or lack of direction, and are willing to put a bit of effort into getting the body they want with a proven route.
Why Just 28 Days?
28 days isn’t a long time.
And all of the transformations photos on this page have been achieved in longer time scales than 28 days.
But with a proven strategy backed with amazing support, community, and accountability...
You can achieve BIG results in gaining strength, getting leaner, and feeling way more confident in yourself than you are right now,.
It gets you on the right path, equipping you with the proven habits, workouts, and mindset to achieve fast progress in 28 days.
And sets you up for long term success.
Plus, too often people sign up for 8 or 12 week programs, only to realise they totally hate the process and don't want to do it.
But then they're stuck with it.
This removes that possibility for you.
And although I'm sure you'll love this program (and results) it's an easier first step to becoming the you 2.0 version of yourself.
How Does It Work?
Here's the 5 steps we'll use to get you on track to a leaner, healthier, stronger you:
Step 1: Your 1-1 Kick-Starter Call With Dean
You and I will jump on a call to get you clear on the process, match you with a training program that best suits, identify some quick wins, and answer any of your initial questions.
Step 2: Gain Strength & Look Awesome ...
- Coaching app with access to your workouts, exercise video demos, and workout diary, so you can also track all your exercise notes and progress.
- You'll gain strength, lose fat, achieve new personal bests on 3 simple (but brutally effective) full body workouts per week (home or gym workouts).
- Although, I don't expect perfection, some weeks you'll hit all your workouts and others you may not, and that's OK. Consistency over perfection.
- Each workout has video demos so you know exactly how to perform your exercises,
- Get tailored exercise form coaching from me to master your technique: just send form videos to me via the app messenger whenever you need the help.
Step 3: Get Lean & Create Habits For Life With Micro Actions ...
- Ditch the strict food rules, hard diets and overnight culture changes.
- Lose fat, gain muscle, and tone up by creating better habits 1 at a time, like more protein, fruit n’ veg etc.
- Finally get and stay consistent whilst managing kids, work, and everything else.
Step 4: The Support & Accountability You Deserve...
- Access to me via direct messenger inside my coaching app to answer any questions and help with any struggles you have.
- Send me exercise form videos to get personal feedback to master your technique and get strong without injury.
- Access to 2 x weekly group coaching calls (Monday and Thursday evenings) to get help and learn from the other lads' questions (these are not mandatory, and if you can't make them you can submit questions beforehand and catch the recordings later).
Step 5: Join The Community
A tight-night community of like-minded lads on the same journey inside the Facebook group, with weekly challenges, the other guys sharing their wins (and struggles), where we keep each other supported and accountable.
"Iron Sharpens Iron" As they say...
This is only a few of the men I've helped. Are you ready to start your journey to having the body you've always wanted?
Click the orange button below, sign up, and I'll see you on the other side...